Posts Tagged “apple sales”
Apple sales in February fell 5.4 percent compared to the same month in 2016, according to Stemilt Grower’s latest Fruit Tracker Fast Facts video analysis.
While apple volume is up year-over-year the video shows most regions fell short of performance, excluding the East.
“February is historically a strong month for apple sales,” said Brianna Shales, Stemilt communication manager. “Retailers sold 59 pounds of apples more on average in February, but brought in $190 dollars less weekly than in February 2016. This year’s larger crop and fruit size is ripe with opportunities for promotion, especially on the bulk side.”
Bulk remained the primary purchasing method for apple, accounting for 59.1 percent of sales. Bag sales accounted for the remaining 40.9 percent.
The top five apple varieties in February 2017 were:
- Gala at 28.2 percent of sales;
- Fuji at 13.8 of sales;
- Red delicious at 12.3 percent of sakes;
- Granny smith at 11.% of sales;
- HoneyCrisp at 11.1 of sales.
“Club apples are an important part of the apple category, and there are still opportunities to promote them this spring,” Shales said in the release. “Our signature variety, Piñata, will be available through May and we are seeing some of the best fruit of the year right now coming out of storage, with great color and dessert eating qualities.”
Apples accounted for an average of 6.8 percent of national produce sales in January 2017, which dropped to 6.5 percent in February.
About Stemilt
Stemilt Growers is a leading tree fruit growing, packing and shipping company based in Wenatchee, WA and is owned and operated by the Mathison family. Stemilt Growers is the leading shipper of sweet cherries and one of the nation’s largest suppliers of organic tree fruits. Stemilt has also demonstrated a commitment to sustainable agriculture and social responsibility since 1989, when founder Tom Mathison launched the company’s Responsible Choice program . For more information about Stemilt Growers, visit www.stemilt.com.
Pushed by national promotions and a 25 percent increase in distribution, Ambrosia apples are riding a retail wave all the way to the cash register. Over the past 13 weeks, a record 14,022 supermarkets put Ambrosia on the shelves for consumers. As a result, Nielsen data shows Ambrosia ranked No. 9 in total dollars among all apple varieties during this period, and it had the strongest growth of any apple in the top 10 nationally.
Ambrosia has broken into a new level,” Steve Lutz, vice president of marketing for CMI, said in a press release. “The biggest challenge for any club variety apple is to make the jump from being a niche item to a year-round item. The sales data show that Ambrosia have bridged the gap to becoming a ‘must have’ apple for retailers.”
With a large national crop, apple prices and retail shelf prices have been lower throughout the entire 2014-15 season. Over the most recent 13-week period from November through January, Nielsen scan data shows that total U.S. apple dollars increased less than 1 percent, while volume increased only slightly by 2.3 percent.
In contrast, during this same period Ambrosia apple sales skyrocketed and dollars jumped 19 percent. The increase in Ambrosia sales led performance of the top 10 apple varieties during the period. Honeycrisp dollars increased by 15 percent, followed by Pink Lady (up 7 percent) and Granny Smith (up 2 percent). All other apple varieties in the top 10 declined in year-over-year sales during the period.
“It’s just really gratifying to see consumers and retailers alike discover Ambrosia,” said Lutz. “The sales success speaks for itself.”
By Columbia Marketing International
Supermarket sales data released by Nielsen Perishables Group reveals continued strong apple sales over the December holiday period. A three year analysis of apple performance by CMI shows retail volume continues to grow, led by newer varieties. During the month of December, apple category volume at retail increased by 3.2% over 2012 but is up 9.5% over 2011.
“It’s very encouraging to see near double digit volume growth in December compared to the same period just two years ago,” said Steve Lutz, Vice President of Marketing for CMI. “The numbers validate that consumers are buying more apples overall while embracing new varieties.”
The Nielsen Perishables Group data for December 2013 shows the Fuji, Cripps Pink/Pink Lady®, Ambrosia™ and Granny Smith varieties all increased in volume by more than 20%. Honeycrisp and Rome volume in December 2013 vs. 2011 increased by 18.3% and 17.4% respectively.
“The December data really reveals how consumer preferences are shifting while growing the category in the process,” said Lutz. “Over two years, Honeycrisp volume is up by over 17% despite an average retail price of $2.40 per pound. Ambrosia™ volume is up by 24% with an average retail price that is 20% higher than the average for the total apple category. Volume growth at these levels combined with higher retail prices is only sustainable if consumers like what they’re buying and come back for more.”
Lutz said that despite the strong category volume gains, the report shows it’s not all good news. Golden Delicious, Braeburn, Jonagold and Cameo® all lost significant market share over the two year holiday period. Lutz noted that Cameo® volume dropped by 43% while Braeburn lost 28%.
The analysis also indicates how supermarket distribution practices are impacting store-level volume. Impressions per store per week (a measure of the unique items in each store each week) increased by 8.1% for the category as more apple varieties and items were stocked on retail shelves.
“It’s pretty clear that over the past two years, retailers encouraged consumers to discover these new varieties by putting more items on more shelves more often, said Lutz. “Ambrosia impressions jumped by 48% while Cripps Pink/Pink Lady® and Honeycrisp both increased by over 16%.”
Not all apple varieties secured incremental retail impressions. McIntosh, Braeburn, Romes and Cameo® varieties all suffered declines in retail impressions. “This clearly shows that there is a finite amount of space available for apples,” said Lutz. “Romes volume was bailed out by a substantial drop in an already low retail price, but those other varieties were hit hard by the loss of retail shelf support.”